Jordan Desender from Red Roof Inn shares Marketing Analytic Strategies for a Growing Brand.

1. UP NEXT… Follow the action on Twitter using #AtE2014
11:00am
Marketing Analytic
Strategies for a
Growing Brand
JORDAN DESENDER

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5. 5

6. My
Database

7. 7

8. Levels
of
Targe6ng
Intensity
8
Descrip6ve
Preferen6al
Behavioral

9. 9

10. Your
Research
• Strategy
1
– Descrip6ve
Targe6ng
– 500,000
contacts
with
1%
conversion
• Strategy
2
– Preferen6al
Targe6ng
– 125,000
contacts
with
2.5%
conversion
• Strategy
3
– Behavioral
Targe6ng
– 31,250
contacts
with
5%
conversion
10

11. 11
Level
List
Conversion
ROI
Strategy
1
Descrip6ve
500,000
1.0%
64.6%
Strategy
2
Preferen6al
125,000
2.5%
63.8%
Strategy
3
Behavioral
31,250
5.0%
61.2%
64.6%
63.8%
61.2%
1
2
3

12. 12
Level
List
Conversion
ROI
Strategy
1
Descrip6ve
5,000,000
1.0%
66.5%
Strategy
2
Preferen6al
1,250,000
2.5%
66.4%
Strategy
3
Behavioral
312,500
5.0%
66.1%
66.5%
66.4%
66.1%
1
2
3

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14. Ques6ons?